I still remember one of the first times I saw an Abadia design up close. It was at that inaugural 100 Saudi Brands exhibition in Riyadh. It stopped me in my tracks. That’s the effect designer Shahd AlShehail’s work tends to have on people.

Shahd is the founder, CEO, and creative director of Abadia, the Saudi label she started back in 2019. And if you’ve spent any time around the Gulf’s fashion scene lately, you already know the name — Abadia has quietly become one of the most compelling luxury stories to come out of the region in recent memory.

Here’s what makes Shahd’s story so interesting to me: she didn’t come up through a fashion school, dreaming of runways. She came to the industry by way of her studies in sustainable development, of all things — and that background shows in everything Abadia does. The brand works with dozens of female artisans across Saudi Arabia and the wider Middle East, keeping crafts like Sadu weaving alive, and making sure the women behind those heritage techniques are paid and credited for it. For Shahd, that’s not a marketing angle, it’s a fundamental pillar of her brand. Which by extension not only creates a sense of pride in the creative past of her culture, but also hopefully will help it to become woven into the fabric of the fashion world more globally in the future.

What I love is how she translates all of that heritage into something that feels utterly modern — structured tailoring meeting soft, fluid draping, pieces like the farwa, traditionally a man’s desert coat, reimagined as a covetable piece of womenswear. Abadia can now be found on Net-a-Porter, in Selfridges, at Harrods. And I love that Shahd is talks about wanting Abadia to be “the” Saudi brand the rest of the world knows.So here she is — a designer building quiet, deliberate luxury on her own terms, one artisan, one collection, one chapter at a time.

–🎬 Thank you to Studio Wacked in Paris for the support of my French-based podcast episodes https://wacked.fr/ and Poddster https://dubai.poddster.com/ and Procast https://procast.ae/ in Dubai for their amazing studio and team where these episode are recorded:

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More About Jessica Michault:

Jessica Michault is an award-winning journalist, public speaker and Fashion, Luxury, Beauty consultant. She is an expert on the Middle East luxury market and has launched multiple luxury publications in the GCC. Michault’s 60 Second Fashion Reviews were one of the first to bring fashion show criticism to the social media sphere, and her in-depth, one-on-one interviews with some of fashion’s leading movers and shakers, via her Fashion Your Seatbelt podcast, have created another avenue for fashion lovers to connect with the industry. She spent 16 formative years working side by side with the renowned fashion critic Suzy Menkes, as the Online Style Editor of the International Herald Tribune, before taking C-suite positions in leading luxury publications like ODDA magazine, NOWFASHION and Antidote magazine and taking up the role of SVP of Industry Relations at Launchmetrics. Over the years, she has consulted with brands such as Miu Miu, Boucheron, Mulberry and the Puig group, and her articles have been published in The New York Times, Business of Fashion and throughout multiple Vogue and Harper’s Bazaar magazines across the globe.